Increase Business 30% by Stressing Benefits- - Profit Pointers Curriculum, Issue 6

        WomenForWealth.com, Increase Business 30% by Stressing Benefits- Profit Pointers™ Curriculum, Issue 6

From Christine Harvey (For application of these principles to:  business, real estate, network marketing, personal development, see APPLICATION TIPS below.)

Hi all,             

In our Pursuit of Profit Seminars, we ask attendees to circulate around the room and tell other attendees the benefits (not the features) of their own products and services. They have 60 seconds to tell each person a benefit, then rotate to the next.

Can you guess what happens? They soon start falling into the trap of describing the features, not the benefits. They start saying for example, “This fax machine has group xyz digital transmission technology,” instead of the benefit - “With this machine your fax can be received across the world in 30 seconds.” When you talk benefits, you talk about what the customer gets. When you talk features you talk about what the product has or does.

It takes concentrated thought and practice to stick to the benefits, but the rewards are enormous. It’s quite common for people to write to us after the seminar and report 30% and higher sales resulting from the practice of stressing benefits instead of features with their customers. When we talk benefits, customer immediately see the benefit to them. When we talk features, they don’t – and they don’t buy.

What about you? Can you and your team talk, write and think benefits instead of features? Most people can’t, but with practice, most can improve. But first the mind set has to be right.

Here’s what holds people back from recognizing of discussing benefits...

1. They mistakenly think that benefits are obvious and don’t need to be mentioned.
2. They confuse the benefit with the feature.
3. They fear that mentioning the benefit will sound too assertive.
   

        Benefits should be used in all of the following areas:

• Getting appointments
• Any meeting to get our point across
• In public speaking to make our point
• In personal life to make our point
• In sales presentations
• All company brochures and advertising
• Letters and emails
• Contracts and proposals
  

        So, if you want to increase results, increase your ability to discuss benefits to your customers first. Do it by repetition and practice.

3 MINUTE FOCUS TIP: It’s never a problem for people to identify features of their product or service. So just make a list of all features, then next to it write a benefit. In this way, you will have a long list of benefits. If you want to increase business by 30%, talk benefits first, not last!


APPLICATION TIPS:

Business, USE THIS FOCUS TIP to train employees, or sales people to improve sales and profit. Do it yourself to improve your own capabilities.

Real estate, USE THIS FOCUS TIP with your assistant, team members and yourself to improve sales and profit.

Network marketing, USE THIS FOCUS TIP with your team members and yourself to improve sales, recruitment and profit.

Personal development, USE THIS FOCUS TIP with yourself to improve your leadership and ability to be persuasive.

REFERENCE RESOURCE: Chapter 3, Pages 40-42,  In Pursuit of Profit, by Christine Harvey - an international best seller, published in 8 languages and used by corporations and Institutes of Management around the world.

From ChrisitneHarvey@WomenForWealth.com

       Christine Harvey is the Author of 6 Business and Leadership Books published in 25 languages by 48 publishers worldwide,
            including international best seller ‘In Pursuit of Profit.’
       Why not forward this to another person who can benefit – you’ll be helping them AND the economy at the same time!
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